Cirencester Scene Magazine - Supporting Local Businesses - Buy Locally! Sell the Sizzle, not the sausage
Sell the sizzle, not the sausage is a reminder of what we sell and why. Sell the sizzle and not the sausage emphasises the benefit of the service or product we supply to our customers and therefore is not based on price alone, but on a need to be filled. Sell the sizzle and not the sausage reminds us why we started our businesses and the need we first saw that had to be satisfied.
Selling the sizzle is more difficult then selling the sausage. Frankly anyone and everyone can do that. By selling on price alone means we only have price to compete on and we know where that will lead; a long slippery slope that will eventually end in tears (perhaps even for the customers, when they lose a valued supplier!) If you are convinced that what you have adds value for your customer, then by selling on price alone, devalues your offering and in turn your business.
customer’s requirements and so new products and services need to be introduced (maybe some of the top management of some of the big names that have disappeared over recent years forgot to put their feet up and have a think!) Maybe it’s time to talk (and more importantly, listen) to your customers and find out if what you offer, is in fact what they want!
If you are happy that your offering is appropriate to your customer’s
needs, then David and Virginia
review how you ‘go to market’ and ‘set out your stall’ Take another step back and look at your business from the customer’s view point. Window displays; Sales literature; the way the telephone is answered (try telephoning
your own
business!) or the ease a web site can be navigated are some areas of the business that need periodic review and any required changes made. Businesses evolve, they don’t stand still
Take a minute to stand back from your business, put you feet up and have a cup of tea and think about what service your customers derive from what you do. Describe the various features of the product you offer and how they benefit your customer. What are the intangible benefits you offer? Peace ofmind; Fast delivery; Expert advice; Availability; A makeover; Inspiration. These are all worth plenty to your customer and are all benefits that need emphasising over price.
While you sip your cuppa you may decide that you are no longer completely answering your
Sell the sizzle and not the sausage puts you ahead of the competition; reminds us of the customer’s perspective; takes the emphasis away from price alone; grows sales revenues and has a positive impact on the bottomline.
Get frying!
David Spreadborough, Partner, REKINDLE Virginia Stourton, Partner, REKINDLE 01872 580527 or 01285 720833
‘Sell the Sizzle, not the sausage’
Sell the features of your product or service and how they will benefit the customer. This takes away the emphasis from price, therefore separating yourself from the competition.
Awards presented by Vernon Harwood Business Awards 2014 Dinner
At Royal Agricultural University Friday 16th May 7.00pm
Advance ticket only. All welcome
Usual networking 2nd Wed month 6-8pm (not May/Aug) Booking & Queries
secretary@ccoc.og.uk www.ccoc.org.uk—All welcome
To learn more, come and join David and Virginia at SomewhereElse in Cirencester 12-2pm Thursday 10th April for networking with like minded friends to start your journey into the unknown. Full details and registration here
www.rekindlethespirit.co.uk
REKINDLE PROFIT FROM OUR EXPERIENCE Cirencester Scene Magazine 01285 659673 / 07875 071555 -
info@cirencester-scene.co.uk 19
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